Zodiac change their logo

[spartacus]

Happening already on the new N-Zo and will be introduced across the range for all 2013 boats (US). How soon before it happens on European made boats?

Still prefer the old logo... more dynamic in my opinion.

http://www.zodiacmarineusa.com/files...20DICKMAN).pdf

[ChasTheBoat]

Already happening.

Most of the boats in the ranges coming through are now complete with new logo.

[Aries]

too cluttered - don't like.

[steco1958]

It's going to cost millions, and achieve ??? nowt

[jyasaki]

Kind of looks obese compared to the old logo. Zodiac needs to quit hanging out at Burger King.

jky

[Peter_C]

Won't be as easy to spot a Zodiac anymore. The bright yellow stood out. Now it is going to be, "oh look another inflatable".

[thestig1973]

I don't understand why they want to change, a well recognised logo, it takes years to build up a decent brand name and logo associated with it

[John Kennett]

"Strong and distinctive"? Er, I don't think so.

"Visually updates our globally recognized brand"? Throws away a globally recognised brand and replaces it with something vague, anodyne and meaningless.

I know that changing logos has a tendency to cause a bit of an outcry, but often it's a necessary evolution. In this case though I think they've got it quite wrong.

[gotchiguy]

Perhaps simplifying the colour scheme will reduce the cost of producing the rubber for the logo on tubes? But surely not by enough to justify the change

[Poly]

I actually quite like it, and think it does look a bit more 2012 than 2002 - but I didn't ever look at the old logo and think that it was a problem. My experience suggests someone new has probably arrived and is attempting to stamp their mark - and devoid of any substantial ideas is going for the 'brand image' route. Its a dangerous line because I've heard it suggested it takes 3yrs to build that sort of benefit and big US companies measure results in quarters or 12 months at most. Don't rule out another redesign when their successor comes in!

[Boatnomad]

Yep,way prefer the old logo.As ever,someone just has to say "I" done that (because i can)

[C-NUMB]

Guess i known the brand since a kid(watching too much Jack Cousteaou on TV), but never paid much attention on the logo. I like the colour but the font and layout is too cluttered also to mine taste.

Maybe a new director in marketing dpt, then using a "cheap" conusltancy company spending a fortune on the whole process.... I think it's strange that they use simultaneusly old an new logo, thay should have done the change worldwide at the same time. It will take a loooong time before getting any return on investment for this process.

[Ribstore]

The split in the ownership between milpro and recreational may well have forced the logo change for the recreational side; now part of OpenGate Private Equity ? As the buyer the key asset would be the brand name but then that would also be the case for milpro, so differentiating the logo is the obvious route, i would have thought?

[NSS]

Originally Posted by Poly

I actually quite like it, and think it does look a bit more 2012 than 2002

I also like it. Far more contempory, though I'd describe the old one as being more 1982 than 2002!

The 'D' is a clever touch too imho.